Meta has announced the rollout of Channels, a broadcast-based messaging feature, on its popular messaging platform, WhatsApp.
This feature, similar to the recent update on Instagram, aims to offer more interactive and informative experiences while also presenting a potential revenue stream for the company.
Unlike Instagram’s approach, where channel announcements are sent through direct messages, WhatsApp will introduce a new tab called “Updates” for Channels messages.
Meta’s focus for WhatsApp Channels lies in facilitating channels for entities such as NGOs, medical research institutions, and fact-checking bodies, rather than individual creators.
The functionality of WhatsApp Channels allows admins to send various types of content, including text, photos, videos, stickers, and polls.
However, it is important to note that these conversations are one-way, meaning users cannot directly reply to the messages.
To join channels, users can utilize invite links. Additionally, WhatsApp is developing a directory that will enable users to discover and join different channels based on their interests, including hobbies, sports teams, and local officials.
To ensure privacy, Meta will provide tools for admins to turn off discoverability for their channels.
Mark Zuckerberg, CEO of Meta, stated, “Today we’re announcing WhatsApp Channels – a private way to follow people and organizations that matter to you, right within WhatsApp.
“We are starting in Singapore and Colombia but will roll out to everyone later this year. We’re building Channels to be the most private way to communicate.”
Zuckerberg also highlighted the privacy aspect, emphasizing that channel admins’ phone numbers will not be visible to followers, and following a channel will not reveal the user’s identity to the admin or other followers.
Messages sent on Channels will be automatically deleted after 30 days, and Meta will not retain any record of them.
The launch of Channels initially targets Colombia and Singapore as early adopter markets, with prominent partners such as Singapore Heart Foundation and Colombia Check, a renowned fact-checker, on board.
Notably, international organizations like the International Rescue Committee (IRC), the World Health Organization (WHO), and renowned sports teams like FC Barcelona and Manchester City have also expressed their interest in this feature.
Meta plans to expand the availability of Channels to more countries in the coming months, ultimately enabling any user to establish their own Channel.
Looking ahead, Meta is considering various possibilities for further development. One option under consideration is the removal of end-to-end encryption for large channels to accommodate a broader audience.
The company is also exploring potential monetization opportunities, including the integration of payment services for businesses within Channels, as well as the ability to promote channels in the directory.
WhatsApp has already introduced merchant payments within the app in Brazil and Singapore, signaling their intent to explore revenue generation avenues.
